PROJECTS & PROGRAMS

Sweet Potato (Marando Bora) Project

OVERVIEW

With support from the Bill and Melinda Gates Foundation, the Sweet Potato Project was designed to improve food security by promoting and facilitating the production and consumption of orange-fleshed sweet potatoes.

Led by Hellen Keller International, the project sought to improve access to nutrient rich staple food, improve the nutrition status of target populations, and connect farmers to a sustainable source of income.

Sweet potatoes are a higher yielding crop and more robust than regular potatoes in Tanzania, containing higher levels of important nutrients, e.g. vitamin A, and C, protein, iron and calcium. The orange-fleshed varieties contain especially high levels of beta-carotene, which is important for growth and combating blindness.

T-MARC’s role was to develop an overall framework for the communication strategy that included audience analysis, messages, communication channels, and monitoring indicators in order to create demand for sweet potatoes among the local population of the Lake Regions.

Project Highlights

Designed and developed a comprehensive communications campaign using the slogan”Marando Bora” that included a market day jingle, activations, outdoor signage, and IEC and promotional materials.

Support advocacy at local government council meetings to increase support for Marando Bora